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i.think Therefore i.am? Not Exactly
Fame, they say, is fleeting ' but the brands and value they create are not. Little wonder the adopted names of certain stars become not only brands in the popular imagination, but also legally defended rights and trademarks.
After all, what would Cherilyn Sarkisian be today had she not assiduously promoted herself as Cher ' a brand now attached not only to music and entertainment, but to cosmetics, fragrances and skincare products? What cachet would Paul David Hewson enjoy if he weren't known worldwide as Bono? Popular music stars have long followed this lead, not only to leverage their rights of publicity but securing trademarks even for variants on their own names. This surely was the driving force behind the recent effort of William Adams, professionally known as will.i.am of pop group The Black Eyed Peas, to register the mark “I AM” in standard characters for sunglasses and sunglass cases.
Adams's effort failed. The examiner at the U.S. Patent and Trademark Office (USPTO) rejected the application due to likelihood of confusion, based on a prior registration of I AM for sunglasses. Beeline GmbH, a leading supplier for fashion jewelry and accessories, owns the “I AM” mark cited against Adams' application and “I AM” is its costume jewelry brand for women. Beeline has stores all over the world, including in the U.S. “I AM”'s label “YSTRDY” completes its jewelry core collection with textile accessories, watches and sunglasses among other products.
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